INSIGHTS REPORT

Rewriting the NHL Sponsorship Playbook: The 2025–26 NHL Insights Report

The NHL generated $3.2B in Sponsor Media Value, but not all sponsorship assets created value the same way. Explore the insights reshaping the sponsorship playbook.

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The Insights Reshaping NHL Sponsorship

2026 NHL Insights

Key insights include ... 

 

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41% of NHL broadcast Sponsor Media Value came from virtual inventory, redefining the role of digital signage.
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Uniforms and helmets generated nearly 3x more Sponsor Media Value per exposure on social than board inventory.
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Playoff sponsorship value shifted toward national brands, reshaping where the biggest opportunities emerged.
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HOCKEY
“It’s an incredible time to be a part of the Dallas Wings. The increased interest in our team is directly reflected in the metrics across all verticals of our business, including three consecutive sellouts to start the season and a long list of new corporate partners. Fans are engaging with our social content in record numbers, buying more merchandise than ever and supporting our community efforts. It’s a tipping point for the WNBA and the Wings and we’re just getting started!”

AMBER COX, CHIEF OPERATING OFFICER, DALLAS WINGS BASKETBALL

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